开发的市场机会和战略

1、Part TwoDeveloping marketing opportunities and strategies Lecture FourMarketing researchAt a glanceExplain the importance of information to the companyDefine the marketing information system(MIS) and discuss its partsOutline the steps in the marketing research processCompare the methods of collectin

2、g informationmarketing information systemTarget marketsmarketing channelcompetitorsmacroenvironmental forcesMarketing EnvironmentAnalysisPlanningImplementationOrganizationControlMarketing managersThe marketing information systemInternal recordsMarketing intelligenceInformation analysisMarketing rese

3、archThe marketing research processDefining the problem and research objectivesDeveloping the research plan for collecting informationImplementing the research plan- collecting and analyzing the dataInterpreting and reporting the findingsMail questionnairesTelephone interviewingFocus group interviewi

4、ngContact methodsPrimary dataSecondary dataType of dataExploratoryDescriptiveCausal Type of researchSampling unitSample sizeSampling procedureSampling planObservational researchSurvey researchCheckout scannersExperimental researchResearch approachPlanning primary data collectionDefining market deman

5、dnMarket demandnfor a product or servicentotal volumenbought by defined consumer groupndefined geographical areandefined time periodndefined marketing environmentndefined level and mix of industry marketing effortsMarket demand in the specified periodIndustry marketing expendituresMarket demand as a

6、 function of industry marketing expenditures Market potentialMarket forecastMarket minimumPlanned expenditureIndustry marketing expendituresMarket demand in the specified periodMarket potential(prosperity)Market potential(recession)prosperityrecessionMarket demand as a function of industry marketing

7、 expenditures (under prosperity vs. recession)Company demandQ i = si QQ i company is demand si company is market share Q total market demandSale-response functionncompany sales potentialncompany sales forecastnsales quotansales budgetCompany demand in the specified periodCompany marketing expendituresCompany potentialCompany sales forecastCompany minimumPlanned expenditureForecasting future demandThree information basesnWhat people say?nsurvey of buyers intentionncomposite of sales force opinionnexpert opinionnWha